The relationship between the tourist attractiveness of the country and the sales of national brands: The example of BeerLao

Abstract

The dynamic relationship between tourism and BeerLao export in Laos is investigated in this article. It provides an in-depth look into the studies that have been conducted showing the various correlations between inbound tourism and economic performance of various countries. Laos is a small landlocked Southeast Asian country with a rich cultural past, magnificent natural beauty and a rising economy despite its small size. Agriculture, particularly rice production, is the economy’s mainstay, although other industries including as manufacturing and services are slowly expanding. The most widely known Laos brand is BeerLao, a distinctive beer label occupying almost 100 % of the country’s market. The current paper explores BeerLao’s history, production, marketing strategies and export destinations, as well as the elements that contribute to its export success - specifically tourism. It seems that the pre-pandemic expansion of BeerLao’s success in the world and inbound tourism dynamics of the country are correlative and have mutually beneficial relationship. The research looks into how tourism might have affected BeerLao’s export volumes and vice versa in pre-pandemic era. The study underlines the importance of tourism and beer exports to the Laotian economy and recommends crucial areas for future investigation. The study intends to provide insights into the economic and cultural significance of tourism and beer exports in Laos, as well as provide meaningful insights to policymakers, investors, and other stakeholders about the potential benefits and problems of these businesses. The study also provides a foundation for further studies of the topical area for Laos products and their possible marketing strategies in regional and world markets.